One day in the late 1960s, two young men (struggling with writer's block while developing a story about "a couple of young men") ran an ad in the Wall Street Journal, inviting "young men" in search of legitimate "interesting opportunities and business propositions" to write to them. Surely, some of these propositions would spawn good story lines...

Though they received a "torrent of psychotic ideas" (including edible golf balls and power sources from the 8th dimension), some letters in fact contained viable business propositions. Indeed, the pair soon found themselves in a partnership with two respondents (Mike Lang and Artie Cornfeld) to form a recording studio in New York City (Media Sound). This, in turn, soon led to an open air concert in a farmer's field in Woodstock, New York.

So how much money did the partners make from the legendary three-day Woodstock arts and music festival (which remains the most popular concert in music history)? That question made Artie Cornfeld laugh, looking back years later...

Just days before the concert was scheduled to begin, with thousands of fans already camping out on the site, Lang and Cornfeld were told by their construction team that they had to make a difficult choice: They had enough time to build one of two things: a fence around the venue, or a stage. They needed -- and got -- a stage but, unable to control admission, they lost a small fortune.

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